This is a pretty big deal as the article makes note. It's difficult to tell from this point if this will be a helpful addition or cause issues in archiving works. If the assumption is that we can get it at any time, then why save anything? This machine also speaks to the longevity of the book against its own purported death. Obviously its worth has not yet been proven but the very fact that a company can get backing for such a product seem to indicate a continuing support of the printed word. Or it could be a colossally bad marketing decision, not unlike Border's sinking money into CD's right when iTunes took off. whoops-a-daisy.
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